《经济学专业英语教程（第四版 下）》课件Unit 7

Unit7Text:Marketing（市场营销）1.Keywords2.Evolutionofmarketing3.Principlesofmarketing4.Benefitsofmarketing5.Influenceofmarketingonconsumers6.Componentsofmarketing7.Questions1.KeywordstravelingsalespeopleIndustrialRevolutionadapttoconsumerneedsproductioneraofmarketingproductioncapabilitysaleseraofmarketingsatisfyconsumerdemandsurplusinventorymarketingdepartmenteramarketingcompanyeraconsumer-orientedgoal-orientedstrengthandweaknessadvertisingexpendituresproductobsolescenceconspicuousconsumptionenergyconservationscopeofmarketingvendorappraisalpromotionplanning2.Evolutionofmarketing2.1Productioneraofmarketing2.2Saleseraofmarketing2.3Marketingdepartmentera2.4Marketingcompanyera2.1ProductioneraofmarketingDuringtheinitialstagesoftheIndustrialRevolution,outputwaslimitedandmarketingwasdevotedtothephysicaldistributionofproducts.Becausedemandwashighandcompetitionwaslow,companiesdidnothavetoconductconsumerresearch,modifyproducts,orotherwiseadapttoconsumerneeds.Theirgoalwastoincreaseproductiontokeepupwithdemand.2.2SaleseraofmarketingOnceacompanywasabletomaximizeitsproductioncapabilities,ithiredasalesforcetosellitsinventory.Atfirst,whilethecompanydevelopeditsproducts,consumertastesorneedsreceivedlittleconsideration.Theroleofadvertisingandthesalesforcewastomakethedesiresofconsumersfittheattributesoftheproductsbeingmanufactured.2.3MarketingdepartmenteraAscompetitiongrew,supplybegantoexceeddemand.Afirmcouldnotprosperwithoutinputfrommarketing.Amarketingdepartmentwascreated.Itconductedconsumerresearchandadvisedmanagementonhowtodesign,price,distribute,andpromoteproducts.Unlessthefirmadaptedtoconsumerneeds,competitorsmightbebetterabletosatisfyconsumerdemandandleaveitwithsurplusinventory.Althoughthemarketingdepartmentparticipatedincompanydecision,itremainedinasubordinateorconflictingpositiontoproduction,engineering,andsalesdepartmentsduringthisperiodofevolutioninmarketing.2.4MarketingcompanyeraToday,thecentralroleofmarketinghasbeenrecognizedbymanyfirms,andthemarketingdepartmenthasbecometheequalofothersinthecompany.Atthesefirms,majordecisionsaremadeonthebasisofthoroughconsumeranalysis.Competitionisintenseandsophisticated.Consumersaredrawnandkepttothefirmsbrands.Companyeffortsareintegratedandfrequentlyre-evaluated.3.Principlesofmarketing3.1Consumerorientation3.2Goalorientation3.1ConsumerorientationAcustomerorientationrequiresanexaminationofmarketneeds,notproductioncapability,anddevelopmentofaplantosatisfythem.Goodsandservicesshouldbeviewedasmeanstoaccomplishendsandnottheendsthemselves.3.2GoalorientationUnderanintegratedmarketingfocus,allactivitiesrelatingtogoodsandservicesarecoordinated,includingfinance,production,engineering,researchanddevelopment,inventorycontrol,andmarketing.Thefirm,organization,orpersonshouldbegoal-orientedandemploymarketingtoachievegoals.Thegoalsmaybeprofit,acureforadisease,increasedtourism,theelectionofapoliticalcandidate,animprovedcorporateimage,andsoon.Marketinghelpsachievegoalsbyorientingtheorganizationtowardsatisfyingconsumersandprovidingdesirablegoods,services,orideas.4.BenefitsofmarketingMarketingstressesconsumeranalysisandsatisfaction,directstheresourcesofthefirmtomakingthegoodsandservicesthatconsumerswant,andisadaptivetochangesinconsumercharacteristicsandneeds.Undermarketingphilosophy,sellingisusedtocommunicatewithandunderstandconsumers;Consumerdissatisfactionleadstochangesinpolicy,notastrongerordifferentsalespitch.Marketinglooksforrealdifferencesinconsumertastesanddevelopsofferingstosatisfythem.Marketingisorientedtothelongrun,andmarketinggoalsreflectoverallcompanygoals.Finally,marketingviewscustomerneedsinabroadratherthananarrowmanner.5.InfluenceofmarketingonconsumersByunderstandingtheroleofmarketing,consumerscanbecomebetterinformed,moreselective,andmoreefficient.Effectivechannelsofcommunicationwithorganizationscanalsobeestablishedandcomplaintsresolvedmoreeasilyandfavorably.Marketinghasastrongimpactonpeople’sbeliefsandlife-styles.Infact,marketinghasbeencriticizedasdevelopingmaterialisticattitudes,fads,productobsolescence,arelianceongadgets,conspicuousconsumption(statusconsciousness),andsuperficialproductdifferencesandwastingresources.Marketinghasaroletoplayinimprovingthequalityoflife.Theycreatepublicservicemessagesonenergyconservation,curesfordiseases,driversafety,andothertopics.Theyhelpnewgoods,ideasandservicetobeacceptedandusedbypeople.Aknowledgeofmarketingisalsovaluableforthosenotdirectlyinvolvedwithit.Forexample,marketingprinciplescanbeutilizedbydoctors,lawyers,managementconsultants,financialanalysts,researchanddevelopmentpersonnel,economists,statisticians,cityplanners,nonprofitinstitutions,andothers.Eachoftheseprofessionsandorganizationsrequiresanunderstandingandsatisfactionofpatient,client,consumer,taxpayer,orcontributorneeds.Andmanyofthemarenowundertakingmarketingresearch,advertising,andsoon.6.Componentsofmarketing6.1Scopeofmarketing6.2Marketingfunctions6.3Marketingperformers6.1ScopeofmarketingThescopeofmarketingisextremelywide.Amongtheareasinwhichmarketingisinvolvedarepricing,warehousing,packaging,branding,selling,salesforcemanagement,credit,transportation,socialresponsibility,retailsiteselection,consumeranalysis,wholesaling,retailing,vendorappraisalandselection,advertising,publicrelations,marketingresearch,productionplanning,andwarranties.6.2MarketingfunctionsThebasicmarketingfunctionsareenvironmentalanalysisandmarketingresearch,consumeranalysis,productplanning(whichincludesgoods,services,andideas),distributionplanning,promotionplanning,priceplanning,socialresponsibility,andmarketingmanagement.Althoughmanytransactionsrequiretheperformanceofsimilarmarketingfunctions,suchasconsumeranalysis,distribution,promotion,andpricing,thereareanumberofwaystheycanbecarriedout.6.3MarketingperformersMarketingperformersincludemanufacturersandserviceproviders,wholesalers,retailers,marketingspecialists,andorganizational